Overview
The APL works with businesses to provide demographic information that improves site selection efficiency and/or helps the business to better understand specific populations for marketing efforts. We customize projects to specifically meet the needs of each particular business that we work with, so that rather than getting general information, businesses who work with the APL get the very specific information that will best meet their needs. We are happy to meet with various types of businesses to discuss possible project alternatives.
Site Selection
The APL takes a unique, customized approach to site selection analysis. First, we work with the client to understand the particular goals of the business. Second, we analyze multiple neighborhood level variables (such as demographics, traffic patterns, retail mix, locations of institutions, and day time population) together with existing site variables (such as management performance) to determine which variables best predict success in the client’s current locations. We then apply the results of this analysis to potential new locations to predict the success of future sites. This kind of a program can be designed as a web-based application where clients can, from the comfort of their offices, examine the predicted success of any potential site by entering the address of the site or the general neighborhood of interest.
Product demand analysis
The APL works with businesses to better understand current and future markets for products. Using age-period-cohort demographic techniques, we can analyze how the market for certain products has changed in recent years and project how it is expected to change in the future. To do this, we first examine target markets by age, race/ethnicity, sex, and/or additional factors. Next, we examine how this target market, according to these characteristics, has been changing over time and the degree to which these changes can be attributed to (1) population structure, (2) temporal shifts that affect all age groups (period changes), and/or (3) cohort effects whereby people in certain groups are impacted differently from changes over time. Finally, we apply this knowledge to models projecting future target markets to gauge how target markets are likely to change in the coming years.
For example, demographers at the APL recently worked with the Wisconsin Department of Natural Resources to examine how the deer hunter population has changed in recent years and how it is projected to change in the future. Businesses who target hunters as primary customers could customize marketing plans to take advantage of these results.
Data
We draw on several different publically available data sources, including the U.S. Census Bureau, data collected by state agencies, and local parcel level data sets. In addition, we sometimes purchase business and/or population related data from vendors. Often, we require certain internal data to be provided be the client.
Cost and Timelines
Fees for services and timeline for completion vary depending on the scale of the project. Before undertaking a custom project, we will provide a detailed proposal with the specific scope of work, costs, and timeline.
Additional Information
To speak with APL staff about business services, contact Dan Veroff, Richelle Winkler, or Dave Long.